10 Do’s of Press Release Writing

Writing by Brick Marketing on Monday, 14 of January , 2008 at 3:22 pm

When it comes to press release writing, almost everyone has an idea of what you should and should not do. Some of the information is valuable; in other cases though, well, you may want to be skeptical. When someone tells you, for example, that press releases are all about marketing, chances are good that you’ll lose sight - at least in part of the basics.

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So what are the basics? For the purposes of this post, we’ll call them the 10 Do’s of Press Release Writing:

1. Do write with professionalism. Even though your goals should include getting media attention, using funky fonts and improperly formatting your press release to attract it isn’t the right way to go.
2. Do write so that others will want to promote you product/service/event, but remember that you’re not the one writing promotional material.
3. Do write with enthusiasm. When you’re passionate about what you’re doing, your writing will be a bit more entertaining and far less dry and robotic.
4. Do be brief. There’s a reason why why press releases are a starting point for writers and a reason why you include your contact information: get the writers interested and they’ll be in touch for the details.
5. Do have a sense of the editors you’re writing for. That way, you’ll know how to provide the information that the editors are looking for. An entertainment editor will, for example, care more about the style of music than the calendar guy who just wants to publish a date.
6. Do write in the present tense. Remember you’re announcing something new, something that will happen, not reporting old news.
7. Do pay attention to the way your press release looks; there are standards and white space can be helpful.
8. Do tell a story; it’s more engaging than merely the details.
9. Do be honest. Exaggerations and misleading comments can be extremely damaging to your company’s reputation (again, the goal is positive buzz).
10. Do ask for a second opinion. When you’re writing a press release, you’ll want to be sure that you’re getting out all of the right information - having someone else look over the document can help you out a great deal.

These 10 Dos can help you to make sure that you’re getting the most benefit from the press releases that you write.

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